CMS

The Ultimate One-to-One Tool
November 1, 2005

By Irene Cherkassky and Jeffrey Lattner Marketing know-how and technical savvy combine, bringing the Web closer to a one-to-one experience. In just a few short years, Web personalization has transformed from a novelty into a discipline. Although many marketers still are new to the intricacies of personalization, the promise of achieving a truly one-to-one dialogue with customers is driving both strategic and technical e-commerce innovation.   Back to Basics Optimizing personalization on the Web is more than seeking out the latest technical bells and whistles. In fact, effective personalization is grounded in the basics of good marketing techniques. "Personalization has moved [away]

Try It, You'll Like It
April 1, 2003

By Alicia Orr Suman As the mother of a 5-week-old infant, I am a prime prospect for all kinds of offers—-from car seats and crib bedding (Pottery Barn Kids loves me) … to diapers and formula. With a newborn in the household, I've had no choice but to purchase many of these things. The question isn't will I buy, but what brands will I buy? With this scenario in mind, maybe it's time for another look at sampling. Stan Rapp and Thomas Collins wrote in "The New MaxiMarketing": "That old marketing standby, sampling, when done properly, can still be very effective. It's surprising

Orr's April Column - Sampling's Power
April 1, 2003

By Alicia Orr Suman Try it, you'll like it. As the mother of a 5-week-old infant, I am a prime prospect for all kinds of offers—-from car seats and crib bedding (Pottery Barn Kids loves me) … to diapers and formula. With a newborn in the household, I've had no choice but to purchase many of these things. The question isn't will I buy, but what brands will I buy? With this scenario in mind, maybe it's time for another look at sampling. Stan Rapp and Thomas Collins wrote in "The New MaxiMarketing": "That old marketing standby, sampling,